Facebook opens Instant Games platform to every developer

The Facebook Instant Games platform now has the chance to grow as the social media giant has thrown the gate wide open to all developers. Anyone [developers] can now build HTML5-based web games designed to run in Messenger or in News Feed.

The Instant Games platform had been in closed beta since launch, limiting the number of games to under 200. Facebook said it gained a lot in knowledge during the beta period, now believes that the time is right to expand it to more developers to start building HTML5-based web games.

“On behalf of the entire Instant Games team, we are excited to announce that the platform is available for all developers to build HTML5 cross-platform gaming experiences,” Facebook said.

To give new developers a smooth ride on the platform, the social media giant has announced some new features. These features, according to Facebook, will help developers monetize, measure and grow their games.

The new tools added to the Instant Games platform include:

Ads API

Ads API is now open to all developers—new and old. Recall that Facebook rolled out ads-based monetization to all beta-partner developers not quite long ago. The good news is that all new developers building for Instant Games will have access to our Ads API. This will include formats like interstitial and rewarded video ads powered by Audience Network.

Ads Optimization & Measurement tools

All developers will also be allowed to have access to Facebook’s new Monetization Manager. The Monetization Manager, according to the social networking behemoth, will help developers maximize revenue with advanced optimization tools, simplify management of ad placements across apps, and provide enhanced analytics functionality and deeper reporting. To help developers understand and optimize how things work on the platform, the company is also adding Instant Games specific reporting into Facebook Analytics.

Other changes and additions were also made by Facebook. These include making it easier than ever for developers to submit and launch games directly on the platform, allow players to sign up for bot subscriptions and add home screen shortcuts to help with re-engagement, and many more.

Instant Games in Messenger and News Feed was launched barely two years ago by Facebook. The idea is to have you and your friends as well as more than a billion people using the app to spend more time in Messenger. Ultimately, the social media giant could make more money through ads—and who says that’s not even the big picture? Moreover, Facebook could earn more money from Instant Games by encouraging developers to promote their games, even if no in-game purchases are allowed at the moment.

17 games from famous developers like Bandai Namco, Konami, and Taito were made available to people in 30 countries at launch. Instant Games is available to latest versions of newer iOS and Android devices. To locate Instant Games, simply hit the game controller icon in your Messenger thread next to the photos and stickers buttons. The games can also be played across platforms from Facebook on desktop, this is made possible by a little overlaid phone screen.